식생활 라이프스타일에 따른 싱글족의 편의점 편의식품 만족도와 재구매 의도에 관한 연구

Abstract

This study analyzed the Food-relate Lifestyle of single people to gain comprehensive understanding of how their Food-related Lifestyle and the satisfaction of using convenience foods affected their repurchase intention of convenience foods. Data was collected from 283 people and SPSS 21.0 program was used to conduct frequency analysis, factor analysis and multivariate regression analysis. As a result, single people's food-related lifestyles were categorized into 5 types: "health conscious type", "taste conscious type", "exploring type", "diet management type" and "convenience conscious type". Three multivariate regression models were performed to analyze repurchase intention. The study shows that it will help food companies promote their sales and increase competitiveness if they use the result of our research in the planning stage of their marketing strategy and focus on convenience of use and overall satisfaction rather than price, taste, quality, cleanliness, nutrition, packaging condition and a variety of menu when they develop convenience foods.